Ginebra San Miguel welcomes NGO plea

Ginebra San Miguel, Inc. (GSMI) said it welcomes a call made by a large consumer group for the country’s leading gin makers to disclose market research studies done in connection with the P100-million suit filed by GSMI against Tanduay Distillers, Inc. (TDI) for alleged trademark infringement and unfair competition.

The Northern Luzon-based Timpuyog Mannalon Amianan has urged both TDI and GSMI "to bare their respective market studies so consumers can make their own conclusions on the issue of whether or not the entry of new gin product Ginebra Kapitan is causing confusion among gin consumers".

Consumer advocate Melany Victoria, spokesperson of the group, said they are set to launch an aggressive information campaign to protect the interest of their members if they determine that "there is widespread confusion in the gin market caused by branding techniques and marketing ploys."

GSMI legal counsel Gilbert Reyes of the Poblador, Bautista and Reyes Law Offices said GSMI believes "the group has a direct and valid interest on the issue" citing its argument that an important market segment is directly affected by the brewing legal battle.

Reyes confirmed Victoria’s earlier assertion that Northern Luzon is at present the country’s largest gin market, with farmers and countryside-based industry workers as the most significant market sub-sectors.

"We share the consumer group’s view that the market must be protected against any possible confusion arising from branding or marketing techniques," he said. Reyes explained that "this is precisely the reason why we are pursuing this case."

Reyes said Victoria’s group can have "full access to the market studies presented by GSMI as evidence in this case." He said the studies "are now a matter of public record since we have submitted them during the hearings for the temporary restraining order and the preliminary injunction against TDI".

Reyes expressed belief that the studies done by leading research firm NFO Trends on the gin market "may be useful reference to the concerns of the consumer group".

The research firm was engaged by GSMI middle of this year to conduct a consumer survey to determine what brands are associated by gin drinkers with "Ginebra" and to check for possible market confusion following the entry of other gin products using the word as a dominant product branding feature.